🧠 AI Enters the Physical World
Artificial intelligence is no longer confined to generating videos on gadget screens—its next battleground is the physical world and the experience industry. This was the key conclusion reached by experts during a panel at the Variety Entertainment & Technology Summit.
Representatives from EY, Warner Bros. Discovery, and Nvidia gathered to discuss how hyper-personalization, intelligent archive management, and new interactive formats are transforming both offline events and streaming services.
One of the most valuable assets media giants possess is their deep archival catalogs—ranging from rare demo tracks and behind-the-scenes footage to gigabytes of video—that have spent years gathering dust on servers and in warehouses. As Shari Reich from Nvidia noted, AI accelerates the tagging and metadata labeling of vast datasets, turning legacy content into a foundation for novel user experiences. However, Vamsi Duvvuri from EY cautioned that “good AI requires good data,” emphasizing that automating archive workflows must be grounded in a robust data strategy rather than implemented just for the sake of ticking a box.
Warner Bros. Discovery is already testing generative tools in interactive physical venues. Simon Robinson highlighted the studio tour in Burbank, where visitors can interact with Gary the robot from Superman. Currently, such installations rely on scripted 15-to-20-minute scenarios, after which dialogue begins to repeat. AI will enable characters—whether a robot or the Sorting Hat from Harry Potter—to adapt conversations to each individual guest in real time.
Despite the growing importance of personalization, the panelists underscored that the primary value of location-based entertainment lies in shared emotional experiences. AI should bring fans together rather than isolating them in personalized silos.
Spotify’s ecosystem was highlighted as a successful digital model—from its AI DJ to tools for creating custom remixes. Features like these empower users to experiment with tracks and share them with friends while fully respecting copyright and preserving the integrity of the original works.
Source: Variety
